Associate creative director and copywriter in Miami. I’ve written for beer, banking, oncology, pharma, gun reform, sports, a national grocery chain, and e‑learning. From TV to TikTok, the job stays the same: find what’s true for people and say it so they feel it. Sometimes that starts with a personal story, sometimes with an AI agent.
¡Se habla español!
The last time the World Cup came to the United States was 1994. Since then, hundreds of thousands of Americans have been killed by guns. With the tournament returning in 2026, we mapped those deaths onto its own venues, state by state — the lives each host state has lost since the last time the world came to watch.
Concept and copy
A social-first campaign built for the 2026 World Cup — made for the feed rather than cut down from a TV spot. One of the account’s best-performing assets to date.
Creative lead — concept and script
Two new Wells Fargo features, launched through people rather than product demos. Every money habit has its own logic, and the campaign found it in the small things families actually do. Wrote the Spanish tagline: Maneja el dinero a tu manera.
Julián is voiced by none other than Owen Wilson. Milestone moment.
Creative lead — concept, script, execution
People with type 2 diabetes often feel that nothing they do is ever enough. Food, exercise, checkups — and still the sense of never catching up. Mounjaro answers that anxiety with a real solution that’s simple to keep up with.
Concept and script
Kroger’s first Hispanic-focused campaign. A holiday film about what actually gets handed down in a family, and who does the handing.
Concept and script
A World Cancer Day film for US Hispanic audiences, made to push people toward cancer screenings before a screening becomes a diagnosis. Original work, built from the ground up.
Concept, script, press releases, case study
Gun violence and safety drills have become so commonplace in American schools that people have grown desensitized to them. We wanted to change that.
So we recreated the situation: a classroom during an active shooting, where the only hope of survival is staying quiet. The spots aired during back-to-school season, interrupting somebody’s commute so they’d raise their voice against this reality.
Concept and script
Ugly Christmas sweaters are a holiday staple in the US. So is an uglier truth: December is the year’s most violent month, when gun violence spikes. So we made the ugliest Christmas sweaters of all, knitted with the facts and data behind gun violence in America.
The campaign opened a fundraising channel for the organization and earned more than two million social impressions.
Concept, script, case study
A Pixel spot for the Latin Grammys, built on the idea that love has its own way of speaking.
Concept and script
As an in-house creative lead I produced more than eight campaigns, with multiple TV and social assets, for Open Education — a leading LATAM e-learning platform running three brands: Open English, Open English Junior and NextU. Startup rules applied, so efficiency and optimization decided everything. A lot more of it lives on my channel.
The launch of Open English Junior, positioning the platform as the groundwork kids need to reach whatever they’re already dreaming about.
Concept and script
Light, funny storytelling where family members outline the benefits of the platform during everyday scenarios and conversations.
Concept and script
Marketing had real data on what people wanted out of the courses, what was stopping them, and what they had wrong. The campaign turned that research into storytelling you could take in at a glance.
Concept and script
NextU sold online courses for people trying to take their professional skills further. The campaign put them face to face with the version of themselves who already had — a message from your future you. The first campaign I wrote that made it off paper and onto television.
Concept and script
alma · Miami Associate Creative Director, 2025– Senior Copywriter, 2021–2025 Anheuser-Busch · DraftLine Copywriter, 2020 Spanish Broadcasting System National Social Media Manager, 2019–2020 Open Education Senior Copywriter, 2016–2019
I lead a team of three creatives at alma — two copywriters and an art director. The work runs from national banking campaigns to oncology to radio spots about gun violence.
Most of what I do lives between English and Spanish. Not translating an idea, but finding the one that holds up in both.
Before that, beer, radio, and my own agency in Caracas. I started in Venezuela, which is where I learned that the idea travels further than the budget.